How do Korean tourists perceive China's tourism image? Text analysis based on big data

This study utilizes the major South Korean information portals, named Naver and Daum, as platforms for big data collection. The data collection process spans from 1 January 2017 to 31 December 2019, resulting in a total of 60,892 relevant text data. Keyword analysis was performed using the TF-IDF algorithm, and semantic network structure analysis was conducted using the Ucinet software. The findings reveal that famous scenic spots such as Zhangjiajie, Guilin, and the Taihang Mountains are pivotal in shaping the tourism image of China. Factors such as leisure activities, tourism infrastructure, culture and cuisine have emerged as new trends influencing China's tourism image. Based on the research findings, the study aims to provide practical recommendations and strategies for China governments and tourism enterprises.